Aside from being marketed as the biggest retail shopping day of the year, November 24 marked the expected ship date of Lakers rookie point guard Lonzo Ball’s $495 ZO2 Prime Remix. 

Ball Family patriarch LaVar Ball recently took to Twitter to send a not so subtle reminder about the launch.

“The only thing better than finishing this chocolate cake is Big Baller Brand has released the ZO2s,” Ball said via a video he posted to Twitter Friday. “They are in flight…tonight.” 

Lonzo Ball, the actual face of Big Baller Brand, is in the midst of an uneven season punctuated by a historic triple-double and cringe-worthy shooting performances, while his father and BBB founder LaVar Ball has squared off with President Trump and any talking head that would grant him airtime.

Trump’s infamous “I should have left them in jail” tweet regarding LiAngelo Ball’s shoplifting incident and what was, to his twisted mind, LaVar’s insufficiently obsequious response, may ultimately prove to be a net positive. The tweet from November 19 might have provided eight figures worth of essentially free advertising for the Ball’s upstart apparel company.

“LaVar Ball’s ongoing feud with President Donald Trump is estimated to have given the company more than $13 million in equivalent advertising value, according to a sponsorship evaluation firm,” ESPN’s Nick DePaula and Darren Rovell noted in a recent ESPN report.

To be clear, this wasn’t exactly a feud. A sitting president sent some petty tweets at American citizens for not showing what he deemed the proper amount of gratitude for an international incident he has yet to prove he helped fix

Much has been made over Ball and his father eschewing major sneaker brands to launch their Big Baller Brand imprint. DePaula and Rovell estimate the family’s reported asking price of $1 billion cost them a $10 million guaranteed deal from at least one of the four major sports apparel companies.

You can read DePaula and Rovell’s full report via ESPN.